The paper applies the theory of planned behaviour (TPB) to investigate how surrogate advertising on social media platforms influences consumer attitudes towards alcohol products. Additionally, it explores the moderating effect of consumer scepticism on these attitudes.
A cross-sectional survey of 304 consumers was conducted to test the hypotheses using variance-based structural equation modelling (VB-SEM). Slope analysis was used to examine interaction moderation effects, while importance-performance map analysis (IPMA) identified key dimensions influencing alcohol purchasing behaviour.
The findings revealed that subjective norms and behavioural intentions significantly influence alcohol purchasing behaviour in the context of surrogate advertising on social media. The results suggest that advertisers should focus on themes of collective consumption, camaraderie and togetherness in their social media advertising content to enhance sale outcomes.
Research on surrogate advertising on social media platforms, particularly in shaping attitudes towards alcohol products, remains limited. This study addresses this gap, offering marketers critical insights into performance-based variables that can help them develop more effective marketing strategies.
